Developing The Relationship

Clearly, the relationship with new supporters has to be developed over a period of time and that this is equally applicable whether dealing with youngsters or adults but the older your target group then the harder your task will be to create that social bond between the potential supporter and your club.

Not surprisingly the greatest efforts by clubs targets these older groups in areas such as hospitality due to the revenue it generates but in terms of solid ongoing support that continues to bring new supporters through the turnstiles, it is an investment of diminishing returns. It may meet some short term needs but as a long term solution it is a house built upon sand.

If however, these measures were aimed at those people who have established links with the club then these measures also have the same added value as previously mentioned. Equally it is true that as an incentive they have far less value.

Developing the relationship with new fans is about knowing the difference between where your efforts have added value and when they will simply be an incentive measure with little value.

Very young supporters have to be nurtured over a period of at least two to three seasons and you have to have a clear pathway for this progression, what measures the club will take and when.

In the early stages it will all be about the child and who accompanies them, but as they get older and their interest in the club grows, the measures may have to apply to friends and peer group interests.

Playing staff “Buddy” schemes, behind the scenes tours, playing opportunities, all come later and are subject to the same deciding criterion. They should therefore be things that are made available to the child to choose from, rather than be foisted upon them.

Dealing with peer group pressure during the teen years is likely to be a lost cause if this turns negative, so new supporters need to be part of your club and the child’s own extended community before they have to deal with these pressures. Club association during this period will only be “cool” if decided by the youngster and their peers and not by you.

Once they are past the teen years, you will be in competition with the many other social attractions or the influences of the likes of Sky TV, or the lure of foreign teams. Trying to convert them to your cause at this stage will be a loosing battle if you have failed to get through to them in their formative years.

Last but not least get a cradle to grave philosophy going with regard to your supporters with detailed plan charting support measures for new fans that spans their development years. WRITE IT DOWN AND FOLLOW IT.

It may seem impossible at first but learn from you mistakes and go from strength to strength.

© www.helpchangescottishfootball.co.uk